• 마케팅과학연구
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• 제16권3호
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• pp.1-16
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• 2006

Many financial service organizations use various types of penalties (e.g., late payment fee, overdraft fee), often inflicting customer complaints and, in extreme cases, attrition. This study examines how customers evaluate penalties using concepts from attribution theory and literatures of social justice and customer satisfaction/dissatisfaction. The study hypothesizes that both cognitive (i.e., attribution, perceived fairness, disconfirmation) and affective (i.e., emotion) responses influence customer's penalty judgment and tests the effect of moderation between attribution and perceived fairness on penalty judgment. The study uses a cross sectional survey design and collects data using the critical incident technique. The results show that attributions have significant moderating effects on the relationship between perceived fairness and dissatisfaction with the penalty and that perceived fairness, emotion, and attribution have a significant influence on penalty evaluation. The study provides discussion of the findings and managerial implications.

• 경영과정보연구
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• 제33권3호
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• pp.35-57
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• 2014

본 연구의 목적은 의료서비스 제공자와 고객 간의 관계에서 자기결정성 이론을 근거로 하여 그 중요 구성요인인 자율성, 유능성, 관계성의 정도가 책임감의 지각과 관계에 대한 몰입, 관계지속의도에 미치는 영향에 대해서 살펴보는데 있다. 선행연구들을 살펴 볼 때, 의료서비스에서의 고객-서비스 제공자 관계형성 및 유지에의 영향요인 중 고객들의 동기를 살펴볼 수 있는 선행요인들에 대한 관심이 많지 않았던 것이 사실이다. 기존 관계마케팅에서 다루고 있던 고객측면의 선행요인인 관계효익, 의존도 등은 실질적 동기나 심리적 측면을 반영하기에는 무리가 있다고 볼 수 있다. 그러나 본 연구의 결과는 고객이 지각한 선택과 그 의지가 관계의 발전과 유지에 어떠한 영향을 미치는지에 대한 통찰을 의료서비스 분야에 제공할 수 있었다. 본 연구의 결과에 따르면, 자율성을 동반한 관계성이라고도 볼 수 있는 자기결정성의 지각은 관계성과에 유의한 영향을 미치는 것으로 나타났다. 연구결과를 바탕으로 할 때, 의료서비스 제공자(접점 종업원-원무직원, 간호사 등, 핵심서비스 제공자인 의사 포함)에게 고객이 지각하는 내적 동기의 향상을 도울 수 있는 정보적 커뮤니케이션 기술에 대한 교육이 실시되어야 하고, 개별 고객이 개인화된 선택권을 가질 수 있도록 시스템을 구축함으로써 자기결정성 욕구의 충족을 시도할 수 있을 것이다. 궁극적으로는 상호 간 책임감 함양과 정서적 유대관계를 통해 관계적 성과를 창출 시킬 수 있을 것으로 기대한다. 또한 서비스 접점에서는 이를 매뉴얼 화 한 접점종업원 교육을 실시하여 유 무형적인 성과를 창출하는 데 기여하게 할 수 있을 것이다.

• 동아시아경상학회지
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• 제2권3호
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• pp.33-42
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• 2014

The main purpose of this study intends to study the theoretical interconnection between human response capability and customer relationship management advantage while considering the essential role of service application of information technology as direct, indirect (mediating), and interactive (moderating) influences in the theory. Based on the study sample, the new findings help comprehend the overall interconnected relationship which includes the direct and indirect (mediating) effects of information technology service capability and human response capability as well as their interaction (moderation) on customer relationship management advantage. The new insights interprets the two capabilities (human and information technology) are vital to business because they are the foundation set of service resources significantly to enhance customer relationship management advantage.

• The Journal of Asian Finance, Economics and Business
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• 제9권6호
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• pp.81-93
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• 2022

This research aims to construct a model that combines brand love, brand loyalty, brand image, customer satisfaction, and service quality into a single model, with brand loyalty coming foremost, and test its predictive power in building brand love. Moreover, mediating effect of customer satisfaction and brand image on service quality and brand loyalty affecting brand love was checked. The study adopted an alliance context using an existing SERVQUAL model, a bi-dimensional aspect of brand loyalty and parasocial love relationship theory, to identify brand love as a construct or outcome in the consumer-brand relationship. Using a quantitative approach, survey questionnaires were distributed by unrestricted random sampling among 507 Saudia Airlines customers. Data were analyzed using structural equation modeling with SmartPLS 3.0. The results revealed significant relationships between four variables except for the brand image. It was found that brand image had no mediating effect on the relationship between service quality and customer loyalty. The outcome of this study highlights the importance of airline alliances for service quality, which leads to positive customer satisfaction, brand image, and customer loyalty. A unique contribution of the study is that it revealed that brand loyalty is also an antecedent of brand love.

• 한국프랜차이즈경영연구
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• 제12권1호
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• pp.35-44
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• 2021

Purpose: This study examines the opportunism moderating effect by the startup experience in the relationship between franchisor and franchisees. In the case of a franchise system that has a continuous relational exchange transaction, relationship management is a very important activity because the relationship management between franchisor and franchisees improves the quality of the relationship. Nevertheless, there is insufficient of research on opportunism, which is a negative factor in managing the relationship between franchisor and franchisees in continuous relationship. Research design, data and methodology: This study, we explore the cause of opportunism based on transaction cost theory through prior research and establish a research model based by goal incongruity, uncertainty, information asymmetry, transaction specific assets, the relevance to determinant of opportunism and the startup experienced which is a moderating variable. To verify several hypotheses, the data were collected from 300 out of 1,760 domestic franchisees and analyzed using multiple regression analysis with SPSS program. Results: The findings are as follows. Goal incongruity did not affect opportunism. Opportunism increased as uncertainty increased, and as information asymmetry increased, opportunism increased. An opportunism decreased as transaction specific assets increased. Moreover, the findings show that startup experience only plays a moderating role in the relationship between information asymmetry and opportunism. Therefore, 4 out of 8 hypotheses were supported. Conclusions: The findings show that uncertainty, information asymmetry, and transaction specific assets are the determinants of opportunism. In addition, the results of the analysis of the moderating role of startup experience show that the less entrepreneurial experience, the greater the influence of information asymmetry on opportunism. Our findings mean that maintaining a successful relationship between franchisors and franchisees is possible when franchisors provide knowledge sharing, goal sharing, environmental sharing, and management information sharing to franchisees. In addition, the findings of this study shows that the contract content and management should be changed according to the entrepreneurial experience. In other words, the franchisors must share and integrate the accumulated franchisees' and franchisors' experience with the franchisees to create a synergy that can lead to successful bilateral relationship maintenance, which in turn reduces opportunism.

• 유통과학연구
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• 제17권7호
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• pp.15-25
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• 2019

Purpose - e-Commerce is now one of the alternatives in shopping. Ease of Use and convenience aspects are the main supporting reasons that e-commerce is a trend for most people today. This study examines the relationship between the theory of technology to consumer behavior in using e-commerce applications. Research design, data, and methodology - The number of samples in this study was 600 samples from four major e-commerce made in Indonesia. The research method of this study Structural Equation Model (SEM) with AMOS and SPSS applications as analysis tools. Results - The results of this study state that most hypotheses support prior research and grand theory. On the other hand, the components of technology acceptance theory are mostly able to moderate variable consumer behavior in the digital era. Conclusions - The combination of essential elements of technology theory are oriented to the fundamental aspects of human beings as social beings. The most important thing for the development of the e-commerce industry to develop and be sustainable is the obligation to increase consumer confidence. The combination of components of technology theory and CCT can be a comprehensive marketing strategy and innovation to competitive advantage in the future.

• International Journal of Advanced Culture Technology
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• 제9권3호
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• pp.92-99
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• 2021

In this research, it was investigated the competence of Korean salesmen in the insurance business(B2C, consumer goods marketing) and information communication industry(B2B, industrial goods marketing) at the individual level rather than the organizational level. The salesperson's Guanxi ability means the salesperson's ability to create, maintain, develop the Guanxi ability. Namely, it was investigated whether the Korean salesman's Guanxi ability is the effective and persuasive concept in explaining the sales performance(company performance, business performance). The purpose of this paper was to verify which variables, among Guanxi ability and customer orientation, better explain the sales performance of salespeople. The Western concept of marketing that is closest to Guanxi is the concept of the customer-orientation that is based on the theory of relationship exchange. Confucian culture in the East is the construct concept, Guanxi is the measurement. The relational exchange theory in the West is the construct concept, customer orientation is the measurement. As the result of the analysis, we found that the Guanxi proved a greater correlation with sales performance than customer orientation. In the information technology industry, there was a big difference compared to insurance industry, whereas Guanxi and customer orientation had a similar level of correlation with sales performance. In the case of the insurance industry, we found that the Guanxi and sales performance were significant but the customer orientation and sales performance were not. This means that sales performance can be accurately and sufficiently explained only by adding the Guanxi ability in addition to customer orientation. The result of analyzing the mediating effect of the Guanxi ability between customer orientation and company performance, customer orientation was significant with Guanxi, and customer orientation and company performance were also significant. But, when the Guanxi was used as the parameter, the Guanxi was significant with company performance, but the customer orientation was not. Even when the dependent variable was business performance, when the Guanxi was used as the parameter, we found that the Guanxi was significant with the business performance, but the customer orientation was not. Namely, it proved Guanxi ability and customer orientation are completely independent concepts. In addition, we found that the information technology industry, unlike the insurance industry, mediated the Guanxi ability between customer orientation and sales performance. We confirmed that in the future, salespeople should not only rely on rational methods to maintain and reinforce customer relationships, but must consider the emotional factors through empathy with customers.

• 한국프랜차이즈경영연구
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• 제7권1호
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• pp.31-44
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• 2016

Purpose - This study aims to examine different impacts of franchisor's leadership and franchisee's marketing efforts on franchisee dissatisfaction and switching intentions, and to investigate how franchisee dissatisfaction plays a mediating role in the relationship between these constructs. This study attempted to fill the gap in the literature by treating the franchisee dissatisfaction as a mediator in the relationship between these constructs, identify how franchisor's leadership and franchisee's marketing efforts have effects on franchisee dissatisfaction, in turn, reduce switching intentions, and provide the managerial implications for building a long-term relationship to achieve mutual goals between franchisors and franchisees Research design, data, and methodology - In order to test the hypotheses, the data were collected from franchisees in Seoul and Gyeonggi Province. The franchisee owners were informed about the purpose of this study by the trained interviewers. The respondents received a letter introducing the purpose of this study and another letter that the owners wrote to encourage their active participation. Among the 300 questionnaires distributed, 260 (86.7%) questionnaires were returned. Of those collected questionnaires, 6 uncompleted responses were excluded, and 254 questionnaires with an effective response rate of 84.7% were coded and analyzed using frequency, confirmatory factor analysis, and correlations analysis, and structural equation modeling with SPSS 21.0 and SmartPLS 3.0. Results - The findings of the study are as follows. First, franchisor leadership had a negative effect on franchisee dissatisfaction, but franchisee marketing efforts did not have a significant effect on franchisee dissatisfaction. Second, franchisee dissatisfaction had a positive effect on switching intentions. Third, franchisor leadership had a negative effect on switching intentions, but franchisee marketing efforts did not have a significant effect on switching intentions. Conclusions - This study researched the franchisor's leadership as a single factor of transformational leadership. Thus, it may have limits in measuring leadership. Future studies shall include emotional, loyal, and transactional leadership. In addition, the future studies shall also research the effect of franchisor's leadership and franchisees' marketing efforts on dissatisfaction and switching intentions. For example, the franchisor's relationship-oriented efforts can be a crucial parameter that reduces dissatisfaction and switching intentions.

• 한국유통학회지:유통연구
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• 제2권1호
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• pp.87-114
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• 1997

The franchise form of business relationship remains both relatively unresearched and under-conceptualized despite its current and increasing importance as a business form in modern capitalist industrial society. A franchise is the synergistic combination of a franchisee and franchisor working together to better serve customers, and the success of the franchise system is a function of how well the franchisee and franchisor perform, together and separately. Given the interdependent nature of franchise relationships, the franchise participants need to understand each other as well as the dimensions and dynamics of their franchise relationship. The purpose of this study is to investigate the various factors relationship. The purpose of this study is to investigate the various factors which influence the development of coopertaive relationship in business format franchising system. Based on commitment theory and marketing literature, eight antecedent factors are identified and nine hypotheses are developed.

• The Journal of Asian Finance, Economics and Business
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• 제9권6호
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• pp.207-217
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• 2022

In recent years, the Iraqi market witnessed a large opening that resulted from the entry of many different products with an absence of government regulations. As a result, marketing deception practices have emerged as a new phenomenon. This study examines the effect of deceptive brand image on consumer purchase intention, with consumer attitude as a mediator. A quantitative method was applied in the form of a questionnaire distributed to shoppers at Carrefour Supermarket in Erbil, Kurdistan Region of Iraq. A random sampling technique was conducted. Subsequently, 200 questionnaires were distributed, and 175 valid questionnaires were analyzed, indicating an 87% response rate. Partial least squares structural equation modelling (PLS-SEM) has been utilized to test the hypothesis. The result showed that brand image deception has a negative impact on consumer purchasing intention. Also, attitude mediates the relationship between deceptive brand image and consumer purchase intention. The empirical finding confirms that deceptive marketing practices such as brand deception can change the attitude of consumers negatively toward brands and, therefore, affect the consumer purchase intentions. The findings suggest that honest brand marketing is beneficial in increasing the attitude toward the brand. This strategy will increase consumer purchase intentions.